Pioneer 'Clockwork'

BackgroundPioneer is a leading breeder and supplier of hybrid sorghum seed in Australia. Drawing from a global network and with over 40 years of experience in the Australian grain industry, Pioneer continues to deliver sorghum hybrids that consistently perform - in both wet and dry years. Farming in Australia has developed into a working partnership between farmers and breeders. Pioneer has long been dedicated to engage and forge long-lasting relationships with growers.

Brief After a great response from the “Next Generation” campaign for canola, Pioneer again wanted to deliver a heartfelt and emotional message to farmers that was more than just a quick sales pitch. The 2015 sorghum campaign reassures farmers that Pioneer are not only there to deliver quality service and superior products but also confirm that they are not alone in there quest for a high yielding crop.

Approach It was easy to draw inspiration from the people that are closest to the company - namely farmers and Pioneer representatives. The farmers we spoke to were happy to talk about the daily battles with the elements as well as their high regard for Pioneer products. The concept proved to be a simple formula of reciting a sorghum farmer's daily routine and how they rely on Pioneer to perform. From the opening landscape scene to the farmer returning home from a hard days work, the concept clearly communicates the peace of mind the farmer has with Pioneer by his side.